I'm Sensible!! I love reading and writing poem.

Hello! I'm thrilled to share my experience in redesigning lead capture forms for content syndication campaigns.  My goal was simple: boost lead generation while ensuring a smooth user experience. This case study details my process, from initial research to the final results, highlighting both successes and challenges along the way.

Our content syndication campaigns were facing a significant challenge : low lead generation.&nbsp;&nbsp;

Users want to download the gated assets with minimal form filling and non over-whelming user experience.

Business needs to increase the lead generation of the campaign without compromising the quality and information of the lead data.&nbsp;&nbsp;

My research involved a three-pronged approach: 

My design process started by creating wireframes which laid out a simplified two-step form process. The first form would capture essential contact information, while a second form would gather more detailed business data. I also incorporated a clear progress indicator to enhance the user experience and reduce frustration.  This modular approach allowed users to complete the process in manageable stages, making the overall task less daunting.

I then moved to prototyping in Figma, creating interactive prototypes that accurately represented the two-step form process. 

This allowed us to test the flow and user experience before developing the final design.  Several iterations were created based on user feedback. The user testing phase was crucial, allowing us to identify and address usability issues early in the process.  We conducted usability tests and refined the design based on user feedback. 

These adjustments made significant improvements to the user interface (UI) and user experience (UX).  A key focus was on accessibility—ensuring the redesigned form was usable by all users, including those with disabilities.

We conducted A/B testing with the new and old versions of the form, measuring the conversion rates of each. The results clearly showed a significant increase in lead generation with the two-step form design.

The biggest challenge was balancing the need for a shorter form (to improve user experience) with the client's requirement for comprehensive lead data.  The solution was to break down the form into two parts, prioritizing essential information in the first part and the remaining business data in the second part. This method addressed the friction created by the initial long form, without sacrificing crucial information.

The redesigned lead capture forms resulted in a remarkable 60% increase in lead generation! The new design significantly reduced the drop-off rate, significantly improving conversion rates and overall campaign effectiveness.  Post-launch data validated the success of the two-step form process, showing a significant increase in conversions while collecting all required lead data.

This project reinforced the importance of understanding user behavior and incorporating user feedback throughout the design process.  The iterative approach, from wireframes to testing, proved invaluable in achieving a user-centered solution.  I learned how to balance business goals with user needs, ultimately creating a design that satisfied both.

This case study showcases how a user-centered design approach can dramatically improve lead generation. By addressing user pain points and simplifying the lead capture process, we achieved a 60% increase in leads, demonstrating the power of design in driving business results.  The next steps include ongoing monitoring of conversion rates and exploring opportunities to further enhance the user experience. This is a testament to the effectiveness of well-planned research, thoughtful design, and iterative development.

Improving lead generation for content syndication campaigns by redesigning lead capture forms. Increased lead generation by 60%

Our content syndication campaigns were facing a significant challenge : 

Users want to download the gated assets with 

Business needs to increase the lead generation of the campaign 

Balancing user experience and data needs

Improved lead generation by 60% for fortune 500 clients.

This case study details the redesign of a B2B demand-side platform (DSP) campaign creation flow.  I, as the UX designer, focused on streamlining the process to reduce errors and improve efficiency for marketers.  The project aimed to transform a cumbersome, data-heavy experience into an intuitive, five-step process.

Marketers struggled with the existing campaign creation flow. The overwhelming amount of data required, combined with unclear instructions, led to significant errors. This resulted in wasted time, campaign failures, and frustration for users. Data indicated a 20% error rate in campaign specifications in QA and a lengthy average campaign creation time.

Users want to create campaigns without frustration and reduce errors in their workflow.

Business needs to reduce the errors, campaign creation and QA time to achieve a successful campaign within the speculated time.&nbsp;

Ideation sessions involved brainstorming and sketching various solutions. The chosen approach was a five-step streamlined process, breaking down the previously overwhelming task into manageable sections with clear labels and instructions. Each step focused on a specific aspect of campaign creation, reducing cognitive load.

An Auto-save option which auto saves the entry data for every 1 minute.

User research involved user interviews, focus groups, and contextual study. These methods provided insights into marketers' workflows, pain points, and expectations. The analysis revealed the core problem stemmed from the lack of clear structure and overwhelming information presented during campaign setup.

The design process started with low-fidelity wireframes, followed by high-fidelity prototypes using Figma. Card sorting exercises were conducted to optimize information architecture.&nbsp;

Conducted both Open card sorting and closed card sorting methods using miro with marketers to better understand the mental model of them in terms of campaign data.

We conducted testing with 15 marketers and received valuable feedback that helped us refine the campaign creation process:

The primary challenge was optimizing the information architecture.  Card sorting sessions helped group information logically and reduce cognitive overload.  Another challenge was balancing simplicity with comprehensive functionality.  This was addressed through progressive disclosure, revealing more advanced options only when needed.

This project reinforced the importance of thorough user research and iterative design.  The success of the redesign demonstrates how a well-structured, user-centered approach can drastically improve user experience and efficiency.  If I had to do this project again, I would explore further user research on error patterns to even further refine the design.

The project successfully achieved its goals by significantly reducing errors and improving efficiency in campaign creation. The streamlined workflow enhances marketer productivity and contributes to a more positive user experience. Future plans include monitoring performance, gathering ongoing feedback and making further iterations as needed.

Improving the user experience of a B2B demand-side platform's campaign creation flow for marketers.

Marketers struggled with the existing campaign creation flow.  The overwhelming amount of data required, combined with unclear instructions, led to significant errors.  This resulted in wasted time, campaign failures, and frustration for users.  Data indicated a 

 in campaign specifications in QA and a lengthy average campaign creation time.

Business needs to reduce the errors, campaign creation and QA time to achieve a successful campaign within the speculated time. 

Ideation sessions involved brainstorming and sketching various solutions. The chosen approach was a 

, breaking down the previously overwhelming task into manageable sections with clear labels and instructions. Each step focused on a specific aspect of campaign creation, 

 which auto saves the entry data for every 1 minute.

Streamlined campaign creation flow

user interviews, focus groups, and contextual study

.  These methods provided insights into marketers' workflows, pain points, and expectations.  The analysis revealed the core problem stemmed from the lack of clear structure and overwhelming information presented during campaign setup.

The design process started with low-fidelity wireframes, followed by high-fidelity prototypes using Figma.  

Conducted both Open card sorting and closed card sorting methods using 

 with marketers to better understand the mental model of them in terms of campaign data.

Miro board for card sorting

Heat maps from maze flow

Campaign section

Step 1 : Channel selection

Step 2 : Audience targeting

Step 3 : Creatives

Step 4 : Budgeting

Step 5 : Campaign summary preview

Revamping B2B DSP Campaign Creation

I had the opportunity to lead Ajay for over 3 years, and I can confidently say he’s one of the most dependable and thoughtful designers I’ve worked with.

Ajay brings a strong blend of UX research, wireframing, prototyping, and interaction design into every project. His contributions to various high-impact B2B ad-tech campaigns played a key role in improving lead generation and optimizing user flows across platforms.

What sets Ajay apart is his calm, collaborative approach and his ability to translate complex requirements into intuitive, accessible designs. He consistently ensured alignment between user needs and business goals — especially in time-sensitive, high-scale projects.

Ayyaparajan M B

I’ve had the pleasure of partnering with Ajay for the past two and a half years, and I can confidently say he is one of the most reliable, detail-oriented, and solution-driven professionals I’ve worked with.

Even with the time zone difference (I’m based in the U.S), he consistently met deadlines, communicated proactively, and took full ownership of every task. No matter the complexity of the work, Ajay would regularly check in to ensure everything was aligned and up to standard. His ability to manage complex campaign operations, troubleshoot efficiently, and support multiple stakeholders has been critical to the success of our global programs.

Any team would be lucky to have Ajay onboard he’s truly an asset, and I’m grateful to have worked alongside him.

Hey I'm Ajay, a UX designer who can code HTML&CSS

Featured Projects

Improved lead generation by 60% for fortune 500 clients.

Revamping B2B DSP Campaign Creation

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Ayyaparajan M B

Aiden Ram

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Senior UX Designer

UI/UX Designer